“For A/W ’20, we really wanted to be trailblazers – pushing the limits of creativity and sustainable fashion – by focusing on waste.”
In 2010, fast fashion behemoth H&M launched its first Conscious Collection, made with sustainable materials such as organic cotton and recycled polyester. 10 years later, the line is taking its ethos further with a new collection made from waste.
Crafted out of sustainably sourced materials and experimental textiles (including a fabric made from responsibly sourced wood pulp) and using innovative processes that transform food crop waste into natural fibres, the pieces in H&M’s Conscious Exclusive A/W ’20 collection all have unusual origin stories.
“For A/W ’20, we really wanted to be trailblazers – pushing the limits of creativity and sustainable fashion – by focusing on waste,” Ann-Sofie Johansson, creative advisor at H&M, said in a statement. “As a result, the pieces in this collection are crafted from truly amazing materials produced from waste. Working with this kind of transformation and being able to speak to our customers through beauty, we hope that waste can be part of the future of sustainable fashion.”